Conversion Optimization

30 Mobile Optimization Tips For eCommerce (+ Examples)

30 mobile optimization tips to enhance user experience, boost conversion rates, and stay ahead in the competitive mobile shopping landscape.

30 Mobile Optimization Tips For eCommerce (+ Examples)

6 out of 10 online purchases take place using a mobile device.

But if your mCommerce store doesn’t properly deliver in terms of speed, convenience, or user experience, then visitors will bounce off. 

In this article, we’ll cover various mobile optimization tactics for:

Navigation 

UX

Product pages

Search optimization

SEO 

Win-back strategies 

Customer support 

Checkout flow

Customer retention 

Speed

eCommerce Mobile Navigation and Product Discovery 

1. Mobile-friendly navigation

57% of internet users say they won’t recommend a business with a poorly designed website on mobile.

Some mobile optimization tips to try:

  • Opt for a hamburger menu or collapsible navigation drawer to save space and provide a clean, uncluttered interface.
  • Limit the number of menu items to prevent overcrowding and make it easier for shoppers to find what they're looking for on smaller screens.
  • Use clear and concise labels for navigation items to ensure they are easily understood on mobile devices

Mobile optimization example - Crutchfield 

We love how Crutchfield has a clean layout that’s easy to navigate. 

They have shown their most popular categories with clickable icons with a visible hamburger menu and cart option on the navbar. 

Furthermore, if visitors are looking for specific products they can enter information about their car through dropdown menus. 

The eCommerce store then offers relevant product recommendations based on the visitor’s specifications. 

This is a great example of personalization for mobile shoppers. 

2. Prominent (real-time) inventory updates

A report shows that almost 70% will trust a recommendation from someone they don’t even know.

Another study showed that implementing urgency cues can increase revenue by as much as 27.1%.

Some mobile optimization tips to try:

  • Use color-coded indicators or visual cues to highlight items with low stock levels or limited availability on mobile web pages. 
  • Use clear labels such as "In Stock," "Low Stock," or "Out of Stock" to indicate the current inventory status.

Mobile optimization example - John Lewis

We love how John Lewis shows a pop-up with real-time inventory updates to indicate product popularity.  

3. Virtual try-on and augmented reality

61% of consumers say they prefer online retailers with AR experiences.

Some mobile optimization tips to try:

  • Design a user-friendly interface for virtual try-on and AR experiences on mobile devices. Use intuitive gestures like pinch-to-zoom and swipe-to-rotate so shoppers can interact with 3D models easily.
  • Test virtual try-on and AR features on different devices and platforms to ensure consistent performance and usability.

4. Cross-selling opportunities

According to Forrester research, product recommendations are responsible for an average of 10-30% of eCommerce site revenues

Some mobile optimization tips to try:

  • Place cross-sell recommendations right on the product page and cart page that’s frequently bought with the selected product. You can also show labels with stock inventory to urge mobile shoppers to add fast. 
  • Show visual previews or thumbnails of cross-sell and upsell products to give mobile shoppers a better understanding of what they're considering. 

Mobile optimization example - Kroger

We love how Kroger places multiple recommendations without overwhelming shoppers. 

The tablet screen homepage also prompts shoppers to sign in to see past purchases and get personalized recommendations. 

Mobile UX

1. CTA buttons

In terms of add to cart button conversion rate according to device type, mobile is the lowest at 7.45%.

Some mobile optimization tips to try:

  • Make your CTA buttons large enough (44pxx44px) to be easily tappable on mobile devices.
  • Implement smooth transitions for the sticky "Add to Cart" button to provide a seamless user experience. Use CSS animations or JavaScript effects to make the button appear and disappear gracefully as shoppers scroll up or down the page.

Mobile optimization example - Laneige 

We love how Laneige qualifies its sticky add-to-cart button with size options to encourage an action:

2. Optimized form fields 

81% of people have abandoned at least one web form.

Here are some mobile optimization tips to try:

  • Use overflow scrolling or expandable text areas so shoppers can view and edit their input comfortably.
  • Provide clear error messages and visual cues to indicate invalid or missing input, and offer suggestions for resolution.
  • Use placeholder text, tooltips, or inline help text to clarify the purpose of each form field and provide assistance when needed.

3. Persistent cart 

Mobile phones lead the pack with an abandonment rate of 80.2%. 

This is notably higher than other devices. 

Here are some mobile optimization tips to try:

  • Implement cross-device syncing for the persistent cart so shoppers can seamlessly transition between different devices while maintaining the same cart contents. 
  • Offer a "Save for Later" or wishlist feature within the persistent cart, so shoppers can move items they're interested in but not ready to purchase immediately. 

Mobile Optimized Product Pages

1. Social media integration

44% of people prefer to learn about new products through short video content.

Insert social media feed. 

Some mobile optimization tips to try:

  • Make sure that social media features are integrated vertically into the mobile store UX so shoppers find it easier to watch. 
  • Avoid auto-playing any videos and enable captions so mobile users can watch without hindrance.

2. Mobile content UX 

53% of shoppers research online before they buy to ensure they are making the best possible choice. 

Some mobile optimization tips to try:

  • Use collapsible sections or tabs to organize information with the option to expand for additional details when needed.
  • Create vertical videos or animations to showcase the product in action and provide a dynamic and immersive experience. 

3. User reviews and ratings

Nearly 70 percent of online shoppers typically read between one and six customer reviews before making a purchasing decision.

Some mobile optimization tips to try:

  • Use mobile-friendly review widgets or plugins that are optimized for smaller screens. These widgets should display reviews and ratings in a visually appealing and easy-to-read format, with options for sorting, filtering, and viewing additional details.
  • Implement scrollable review sections that let mobile shoppers swipe or scroll through multiple reviews without leaving the product page

This way mobile shoppers can read a variety of perspectives and opinions on the product without navigating to a separate review page.

eCommerce Mobile Search Optimization

1. Voice search 

A report shows that a staggering 142 million people use voice search technology every day. 

So, you can leverage this habit to make shopping on mobile convenient.   

Some mobile optimization tips to try:

  • Optimize your voice search system to recognize common phrases, synonyms, and variations of product names to provide relevant search results.
  • Place the voice search option right next to the 🔍in the search bar. Make sure it recognizes and responds to voice commands in different languages.
  • Focus on long-tailed and conversational keywords and natural language queries that reflect how people speak rather than type.

2. Mobile search functionality

eCommerce stores lose $300B each year from bad online search experiences.

Some mobile optimization tips to try:

  • Make sure the search input field and the search button are large enough to be easily tapped on mobile devices. 
  • Implement predictive text or autocomplete suggestions as shoppers type their search queries on mobile devices. 
  • Enable visual search functionality on mobile devices, so shoppers can search for products using images captured by their device's camera or uploaded from their photo gallery. 

Mobile optimization example - Lyko 

3. Screen-friendly filters and sorting

Most eCommerce sites fail to show creative product filters. 

Research shows only 16% of major eCommerce sites provide a good filtering experience.

Some mobile optimization tips to try:

  • Make filter checkboxes, radio buttons, and dropdown menus thumb-friendly and easy to interact with on touchscreens.
  • Use collapsible or expandable filter menus to conserve screen space and minimize clutter on mobile screens. 
  • Pre-select default filters or sorting criteria that align with the shopper's browsing history or the current page content to streamline the mobile browsing experience.

Mobile optimization example - Gamestop 

We love Gamestop’s detailed filtering menu which also encourages action:

Furthermore, shoppers can see the applied filters through tappable tags that are easy to remove. 

eCommerce Mobile SEO and Content UX

1. Optimize local search

Local and organic searches together make up 69% of overall digital traffic.

Some mobile optimization tips to try:

  • Incorporate local keywords and phrases into your mobile website content, including product descriptions, meta titles, meta descriptions, and headings. 
  • Run targeted ad campaigns on platforms such as Google Ads, Facebook Ads, or Instagram Ads to reach local audiences with relevant messaging and offers. 
  • Tailor your product listings to include local-specific keywords and phrases relevant to each target location.
  • Use local schema markup on your mobile website to provide search engines with structured data about your business, such as address, phone number, business hours, and customer reviews.

2. Mobile-friendly product descriptions

A study shows that 10% of eCommerce sites have product descriptions that are insufficient for consumer needs.

Some mobile optimization tips to try:

  • Use short paragraphs, bullet points, and headings to make the content scannable and easy to read on small screens.
  • Avoid long blocks of text and use ample white space to improve readability.
  • Break up the text into smaller sections with clear headings, subheadings, and bullet points.
  • For products with multiple variations or options, consider using comparison tables to help mobile shoppers quickly compare different features, specifications, or pricing options. 

Mobile optimization example - Ruggable

We love how Ruggable uses icons to summarize the product’s main USPs. 

3. User-generated content integration

Around 40% of shoppers say that user-generated content (UGC) is “extremely” or “very” important when making a purchase decision. 

Some mobile optimization tips to try:

  • Use intuitive filters, search functionality, and categorization to organize UGC and make it accessible to mobile shoppers.
  • Encourage customers to share UGC seamlessly across social media platforms directly from your mobile app or website. 
  • Let mobile shoppers leave ratings and reviews for products, services, or experiences directly from their smartphones. 

Mobile optimization example - Our Place

Win–Back Mobile Cart Abandoners 

1. Push notifications

According to statistics, it is revealed that 90% of push notifications are opened, and 28% of consumers who click on a push notification message generally complete a purchase. 

Some mobile optimization tips to try to send not-so-pushy push notifications:

  • Implement smart triggering to determine the optimal timing for sending notifications. For example, see how Amazon sends push notifications on mobile when items in the shopper's wishlist are on sale or low on stock.
  • Offer mobile shoppers a centralized notification center in their profile so they can access all past notifications in one place. This way, shoppers can review notifications at their convenience without interrupting their browsing experience.

2. Mobile-friendly email campaigns

Mobile-friendly email is the 2nd most popular strategy email marketers use to boost revenue performance.

Some email mobile optimization tips to try:

  • Take advantage of preview text to provide additional context or incentives for opening your emails. 
  • Keep subject lines under 50 characters to ensure they display fully on mobile devices and highlight the value or benefit of opening the email.
  • Gamify your email campaigns by incorporating interactive games, quizzes, or contests that mobile shoppers can participate in.
  • Optimize images and graphics for mobile viewing by compressing file sizes and using mobile-friendly formats such as JPEG or PNG. 
  • Ensure that links, buttons, and interactive elements within your email are large enough and spaced apart adequately to be easily clickable with a finger or thumb on a touchscreen device. Aim for a minimum touch target size of 44x44 pixels.
  • Aim for a minimum font size of 14px for body text and 22px for headlines to ensure readability on mobile devices.
  • Break up your email content into digestible chunks and use bullet points, numbered lists, and subheadings to make it easy for mobile users to scan and find the information they're looking for quickly.
  • Ensure that links and CTAs are easy to tap and accurately spaced to prevent accidental clicks. Use contrasting colors and ample whitespace around buttons to make them stand out on mobile screens.

Support for Mobile Shoppers

1. Mobile-friendly customer support 

81% of customers say they feel valued when a support chat window appears proactively before time, asking if they have a question.

Some mobile optimization tips to try:

  • On homepages and product pages, implement click-to-call and click-to-message buttons, so customers can easily contact your support team via phone call or text message with just a tap. 
  • Provide visual support content such as tutorial videos, and step-by-step guides, and make sure they are optimized for vertical viewing on mobile. 

2. Mobile accessibility

Research shows that 94% of the largest eCommerce sites are not accessibility compliant. 

A study found that shoppers who are blind abandon two internet transactions a month because of inaccessibility. 

This means an average of two-thirds of their transactions end in abandonment.

Some mobile optimization tips to try:

  • Support text-to-speech (TTS) functionality and voice commands on mobile devices to accommodate shoppers who rely on screen readers or voice input. 
  • Ensure that all content, including text, buttons, and controls, is accessible and actionable through voice interaction.
  • Engage shoppers with diverse abilities and devices in user testing sessions to gather feedback and insights on the accessibility of your mobile site or app.

3. Localize experience 

Reports show that localization can increase search traffic by 47%, boost website visits by 70%, and increase conversion rates by 20%.

Some mobile optimization tips to try:

  • Use geolocation technology to tailor promotions, offers, and product recommendations to reflect local preferences and trends.
  • Display prices and conduct transactions in the local currency of each shopper's region to provide clarity and transparency. 
  • Offer support in local languages and time zones to improve accessibility and responsiveness.

Mobile optimization example - B&Q

Mobile Checkout

1. Guest checkout option

A report shows that 43% of consumers prefer guest checkouts to account creation. 

Some mobile optimization tips to try:

  • Show social login buttons, such as "Login with Facebook" or "Sign in with Google," for convenience. 
  • Pre-populate form fields by using social login APIs to auto-fill profile information, like name and email address, from the shopper's social media account into the guest checkout form. 
  • Enable OTP-based logins. Mobile shoppers can verify their mobile number within seconds to create an account and checkout faster.

Mobile optimization example - Rituals

2. Mobile payment options

Digital wallets are the most popular online payment method worldwide making up roughly half of global eCommerce payment transactions

Some mobile optimization tips to try:

  • Offer multiple secure payment choices optimized for mobile devices, such as credit/debit cards, digital wallets (e.g., Apple Pay, Google Pay), and alternative payment methods (e.g., PayPal, Klarna). 
  • Offer a one-click payment option for returning customers who have previously saved their payment information. 
  • Research popular payment methods in target markets and provide options such as digital wallets, bank transfers, and alternative payment solutions to accommodate diverse customer preferences.

Mobile optimization example - Everlane

3. Secure checkout process

Within mCommerce, cart abandonment rates are at an alarming 76.59%. 

Security is a major reason why. 

Some mobile optimization tips to try:

  • Display trust badges and security seals to reassure customers about the safety of their payment information.
  • Ensure that your checkout page is secured with SSL (Secure Sockets Layer) encryption to encrypt sensitive data transmitted between the shopper's device and your server. 
  • Display a padlock icon or HTTPS protocol in the browser address bar to indicate a secure connection.

4. Mobile checkout UX

79.53% of eCommerce visitors leave without completing a purchase. 

Most of them cite poor user experience for abandoning the checkout flow

Some mobile optimization tips to try:

  • Use semantic HTML, provide alternative text for images, and ensure keyboard navigation and screen reader compatibility for an inclusive user experience.
  • Display a clear and concise order summary that includes itemized details, quantities, prices, and a total cost summary with options to edit or remove items if needed.
  • Label required fields with micro-copies. For instance, prompt mobile shoppers with   
  • Show specific error messages like “Invalid zip code”. 
  • Implement auto-fill functionality for form fields, so shoppers can quickly input their information using autofill suggestions from their mobile browser or password manager. 
  • Offer a way to save products for later or add them to a wishlist directly from the checkout page. This way, shoppers can revisit their selections and complete their purchase at a later time.

Retain Customers on eCommerce Mobile Websites 

1. Mobile-friendly returns process

57% of shoppers prefer an online shopping experience that provides simple and reliable returns.

Some mobile optimization tips to try:

  • Use simple language and provide clear instructions on how to initiate a return.
  • Offer the option for customers to initiate returns and receive refunds directly to their mobile wallets, such as Apple Pay or Google Pay. 
  • Offer a one-click returns option for logged-in customers who have previously purchased items. They can quickly select the items they want to return and generate return labels with minimal effort.

Mobile optimization example - Away

2. Mobile-friendly loyalty program

According to Harvard Business Review, even a 5% increase in customer retention can increase company revenue by 25-95%.

Some mobile optimization tips to try:

  • Let customers access their loyalty account, track points, and redeem rewards directly from the mobile app.
  • Enable integration with mobile wallet apps like Apple Wallet and Google Pay so shoppers can access loyalty cards, points, and rewards easily on their mobile devices.
  • Offer digital rewards, coupons, and discounts that can be easily accessed and redeemed via mobile devices. You can show QR codes for easy scan to redeem online experience.
  • Include social sharing features so customers can share rewards, achievements, and experiences with their friends and followers on social media platforms. 

3. Quick reorder option

The subscription commerce market is expected to grow to $330.58 billion in 2024. 

Some mobile optimization tips to try:

  • Offer a one-click reorder button so customers can instantly reorder their previous purchases without navigating through multiple steps. 
  • Integrate the quick reorder feature with the customer's order history, displaying a list of their past purchases with options to reorder individual items or entire orders. 
  • Enable instant checkout options for quick reorders, such as stored payment methods, one-click checkout, or express checkout.

eCommerce Mobile Speed 

1. Optimized images and videos

Optimizing your mCommerce images and videos can boost your traffic and revenue. 

Some mobile optimization tips to try:

  • Show thumbnails for images and videos for a faster preview experience while maintaining visual quality.
  • Use modern image formats like WebP for better compression.
  • Implement lazy loading for images and other non-critical resources to prioritize above-the-fold content.
  • Compress videos using codecs like H.264 for high-quality compression with broad compatibility.
  • Serve multiple video resolutions and formats to accommodate various devices and network conditions.
  • Consider using the Progressive Web App (PWA) framework for better shopping experiences and an increase in engagement.

2. Accelerated mobile pages (AMP)

AMP (Accelerated Mobile Pages) is a technology developed by Google to improve the performance of web content on mobile devices. 

While it initially focused on improving the speed of static content like news articles, it has expanded to support eCommerce sites as well. 

Some mobile optimization tips to try:

  • Leverage AMP's built-in components for common page elements like images, videos, carousels, and forms.
  • Use AMP Cache to serve cached AMP pages for faster delivery.
  • Regularly validate your AMP pages using the AMP Validator to ensure compliance with AMP's standards.

Mobile Optimization - FAQs

1. What is mobile optimization, and why is it important?

Mobile optimization involves designing and configuring websites, apps, and content to provide the best possible experience for users accessing them on mobile devices. 

It's important as a growing number of people primarily use mobile devices for internet browsing, and a poor mobile experience can lead to higher bounce rates, lower engagement, and lost revenue opportunities.

2. What are some key elements of mobile optimization?

Key elements of mobile optimization include:

  • responsive design, 
  • fast loading times, 
  • easy navigation, 
  • optimized images and videos, 
  • mobile-friendly forms, and 
  • clear calls-to-action (CTAs). 

These elements ensure that users can access and interact with your content seamlessly on mobile devices.

3. How can I make my website mobile-friendly?

To make your website mobile-friendly, you can start by using responsive design principles to ensure that your site adjusts to different screen sizes and orientations. 

You should also optimize images and videos for mobile viewing, simplify navigation menus, and prioritize content that is relevant and easy to consume on smaller screens.

4. What are some best practices for mobile content optimization?

Best practices for mobile content optimization include:

  • keeping content concise and scannable, 
  • using legible fonts and font sizes, 
  • prioritizing important information, and 
  • using visual elements strategically to enhance readability and engagement on mobile devices.

5. How can I track and measure the effectiveness of my mobile optimization efforts?

You can track and measure the effectiveness of your mobile optimization efforts using analytics tools like Google Analytics. 

Monitor metrics such as mobile traffic, bounce rates, conversion rates, and page load times to gauge the impact of your optimizations and identify areas for improvement.

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